WELCOME TO THE BUSINESS SPOTLIGHT, WHERE WE FEATURE A DIFFERENT BUSINESS EVERY WEEK!
This week we are featuring
Trisha Dohn of Well365
How long have you been in business?
Nearly 3 Years.
What is your business all about? (services, products, etc)
We provide corporate wellness services to companies of all sizes and in all industries all across the world! From our online wellness portal that manages overall company initiatives, to our biometric health screenings, health coaching and educational opportunities we are a one-stop shop for onsite and virtual services.
What makes your business unique?
We are an independent company that provides strategy and passion with our partnerships. We provide customization to each and every client and build initiatives from ground up to make sure your wellness is fun, meaningful and effective. We also provide the flexibility that companies need to accommodate their budget, size, demographics and overall needs to ensure employee engagement and overall health risk reduction.
What made you start your business?
From being in the corporate wellness industry for over 15 years, I saw a need for an independent company to provide wellness services. I also wanted to further my passion and vision for corporate wellness which I knew would only be done by taking the leap of faith to start my own company to provide wellness services in which I saw would work best for companies all across the world.
What would you say are the top three skills needed to be a successful business owner?
Passion, Hard Work and Persistence
What three pieces of advice would you give to someone who wants to launch their own business?
There is never a great time to do it so just do it. Understand that you will have ups and downs but the downs will make you stronger and lead to more ups. Surround yourself with like-minded folks and folks who can help you get to the next level for your business.
Who has been your greatest inspiration? Or what book has inspired you the most? Or what is your favorite book?
My family is my biggest inspiration. They are the ones who remind me I am doing exactly what I should be doing. They are the ones who push me to keep going on, even on the not so fun days and their support is what drives me to be the best I can be for them and my business.
How do you conquer those moments of doubt that so often stifle or trip up or stop so many?
Talk to other entrepreneur colleagues, friends and family who are my “trusted tribe.”
Thank you, Trisha, for letting us share a bit about you!
If you’d like to reach out to Trisha, here is Trisha’s Contact Information.
Well365, Sioux Falls, SD
So you have a LinkedIn profile, now what? In addition to searching out viable connections (such as people you already know or have worked with in the past), publishing content should be at the top of your to-do list. Publishing the right content on your feed as well as in your groups will attract potential leads and increase your credibility and expertise.
One word of caution: Do not publish an article to your wall and then publish that same exact article to the twelve groups you belong to. That single activity will get your LinkedIn account frozen faster than you can sneeze. LinkedIn does not tolerate spammers so post your content carefully.
If you want to post both to your wall and to your groups (which is a smart strategy), either post on two different topics or rewrite one article so it covers the same topic but not with the same wording. An editorial calendar is helpful when it comes to planning your social media posts.
But if the words “publish content” scare you to death, here are a few tips to follow:
1. Know your audience and your industry. Publish information they can use. Are there big changes coming to your industry or new laws affecting your industry? Explain those changes in lay terms in a short article. Do you know what problems plague them? Offer daily action steps to help solve those problems.
2. Include photos for more engagement and interest. Photos used in articles should relate directly back to the main topic. Photos also help break up a large page of text, which can be intimidating for even the best readers to tackle online. Purchase photos legally from stock photos houses or use Unsplash.com for completely free photos. Never copy/paste from Google Images; that’s copyright infringement.
3. Ask questions and provide insight. Are there misconceptions about your industry or what you do? Clear these up in a simple Q&A article. Create a whole Q&A series with the questions you receive online as well as via email or your help desk. When you ask questions you may also discover a new pain point which you can then discuss or create a new product to address it.
4. Give people a behind-the-scenes look into your business and what it's like to work with you. This topic lends itself to a fun video series where you can address exactly what you do and who your ideal clients are. Don’t be afraid to clearly identify your ideal clients and let them qualify themselves to work with you. The worst thing is to sign on with someone who can’t afford your prices or who won’t do the work necessary.
5. Include a call to action on all your posts. What should your reader do next: Join your email list? Call you for a consult? Meet you at a local networking event? Gently guide your reader to the next step in your sales funnel. Relate the Call to Action to the topic of the post.
When in doubt about what to publish, consider outsourcing the content creation to an experienced freelancer. They will brainstorm ideas and help fill in your editorial calendar rather quickly as well as prepare your content so all you need to do is approve it and publish. Extend your knowledge and expertise to your audience with your content. You just never know how your content will affect someone or to whom they will pass along your articles.
When it comes to using social media to market your business, choosing the correct platform can make or break your marketing efforts. LinkedIn is one of the premier social media platforms and it boasts a very professional atmosphere. While Facebook and Twitter are geared toward the more casual user, LinkedIn was specifically built for professionals in business.
LinkedIn allows users to build a network of contacts through direct introductions or posting helpful information on their own feeds and in groups. While relationship marketing requires effort on your part, you can also encourage others to network with you by putting forth a professional image. As the old saying goes, “You only have one time to make a good first impression,” and that one time often lasts only a few seconds while prospects look at your LinkedIn profile.
Let’s discuss ways to make that right first impression:
1. Create a professional-looking profile. Splurge on a professional headshot instead of a blurry selfie. Consider how you dress: do jeans and a t-shirt represent you well or should you dress in a suit or a business casual look? Fill out your LinkedIn resume completely with former job descriptions. Always use keywords in your profile descriptions; keywords accurately describe your experience but will also grab your profile when someone does a keyword search.
2. Ask for introductions. Instead of just spamming dozens of people a day in hopes of making a connection, ask others in your network to introduce you to decision makers you want to meet who you’ve identified as prospects. Your choice of introductions shouldn’t be random; instead, think of companies who can use your services and then check your network for connections to those companies.
3. Be a helpful resource in groups. LinkedIn groups are extremely helpful in connecting people with like interests but LinkedIn also protects its users from spammers. If you write an article but try to share it with multiple groups at the same time, you may be labeled a spammer inadvertently. Mix up your group interactions and become known as a helpful resource. Ask questions; answer questions; direct others to resources you have discovered.
4. Send thank you notes. Thank you notes are rare these days but it’s a simple act that will make you stand out from the crowd. Even a quick email thank you is better than none at all. Send one to your newest contact, especially if you have plans to meet in person, as well as the person who introduced you. A simple thank you will be remembered and may encourage those contacts to help you in the future.
5. Focus on relationship-building instead of selling. In the world of social media, nothing turns people off more than accepting a new connection and then getting a “like my page!” or “here’s my sales pitch” messages. To avoid being that annoying spammer, focus on building a relationship first by sending articles, videos, or case studies without any expectations. Go back to basics and learn how to converse again and interact with these contacts in a group setting. Let them see you as a person first instead of just a salesperson.
Done correctly, marketing on LinkedIn will showcase your expertise; done incorrectly, you’ll be seen as someone who’s just looking to make a buck or who doesn’t know the first thing about marketing. Be smart with your marketing efforts and watch your business grow.
Making the right connections on LinkedIn (or on any networking platform) should never be hit or miss. Don’t leave your marketing to chance; instead, know exactly who you’re serving, who you want to speak with, and what you have to offer.
1. Know your target audience. Finding the right connections starts first with knowing the intimate details about your target market. If you don’t know who you serve, how will you know when you find them? To begin, answer these questions: who, what, where, and why.
· WHO is your target audience? Know their demographics from their education, work experience, where they live, and if they are married and have a family.
· WHAT is their pain point or struggle? What do they need help solving? What can YOU offer to solve this problem?
· WHERE does your target audience hang out online? Which LinkedIn groups can you find them?
· WHY can you help them resolve their pain point? Why should they choose you over a competitor?
2. Share niche-specific content. Sharing content on LinkedIn is commonplace but crafting your content to speak specifically to your niche and their pain points will make you stand out.
· Create strong headlines with your niche-specific keywords.
· Address their particular struggle and offer some advice, a checklist, or a few action steps.
· Dig deep with your keywords; knowing your key demographics for your audience will help you find the right keyword descriptors that will entice them to read your content or to help them find you while searching LinkedIn.
3. Leverage in-person connections. Online networking should never replace real life networking, so when you meet people at a conference or networking event, feel free to send them a LinkedIn request.
· Jog their memory of how you met in a personal note, NOT a sales note.
· Certainly inform them of what you do and your company name but save the sales pitch for another time.
· Even if they are not prospects who can directly benefit from your services, you never know who THEY know who might be your perfect customer.
4. Ask for referrals or introductions. Which of these ideas do you think will get the best reception: you randomly send LinkedIn connection requests or you have a friend make a mutual introduction? Nine times out of ten, the personal introduction will get immediate attention whereas random requests will be forgotten. If you want to meet someone in particular or want to meet a contact at a particular company, simply talk to your current network, either personally or in groups. It never hurts to ask and the introduction may be easier to find than you expect.
Don’t be intimidated by LinkedIn marketing. Consistency is important for online networking so develop a plan which includes specific content sharing, groups to visit, and qualifying leads you want to meet. Once you formulate a plan, implementation becomes much easier and less time consuming. Consistency also shows these new connections that you are serious about your business instead of treating it like a passing hobby, so plan to visit LinkedIn daily.
As you probably know by now, consistency is vitally important for any of your marketing efforts but especially for LinkedIn. How many times have you noticed that someone is really active but then disappears for months at a time? Then, surprise surprise, they show up again but that’s short lived and within six weeks they are inactive again. What kind of feeling or impression does that impart, especially on an uber-professional platform like LinkedIn?
The easiest way to be consistent with any social media marketing is to create a plan: a checklist or action steps that you can implement every day. A simple way to remember all the things to check or do when you log in to make sure you’re covering all your bases. A daily action plan will help you remember everything but it also saves time and prevents you from staring at your computer screen, not having any thoughts as to what to share or how to contribute to the groups you’re in.
1. Check for any new Messages or Network Invitations. You are not required to accept new invitations, especially from people whom you have never met or had any interaction with. While some business owners think LinkedIn is a numbers’ game (the more connections you have, the better) others believe that the quality of your connections are more important than the volume of connections. The choice is yours.
2. Check Notifications. Here is where you’ll see birthdays, work anniversaries, or interesting content from your connections. Sending a personal note for birthdays and anniversaries is a nice touch to building that relationship and takes only a moment of your time.
3. Share some content. This is where a blank calendar grid or a planner comes in handy to plan your content sharing strategy. Content includes: articles, blog posts, videos, infographics, product graphics (such as eBook cover, webinar announcement, etc.), and so much more.
· Aim to create your own content and supplement that with curated content you find elsewhere that speaks to your point.
· Look at the calendar and plan for any holidays or seasons that affect your business or sales and create seasonal graphics.
Creating this list of content ahead of time allows you to have the prewritten content ready to just copy and paste when you log in to LinkedIn. If possible, outsource your content creation or block off time once or twice a week to create that content.
4. Visit and participate in Groups. LinkedIn allows you to mingle within the confines of certain groups. These can be special interest groups, groups where you’ll find others in your field (aka competitors), or they will be niche-related, where you can find your target audience.
Participating in groups shows your expertise to others and puts you in a small spotlight so people get to know about your specialty and services.
· Ask questions. Be a conversation starter.
· Give advice freely; don’t give away the whole premise of your signature class but you can offer bits and pieces safely to show that you know what you’re talking about.
· Post as yourself, not as your brand.
· Participate first before posting. Show the other members that you’re interested in them as people.
Your name will stay foremost in people’s minds if you provide value in every LinkedIn post and by staying active in your groups. Create a daily action plan that works for you and then put it into action. Engage your audience and provide value every time you post and you’ll soon see a growth in your connections and possible new sales.